MN5060 - Theory & Practice of Selling (2020/21)
|Module specification||Module approved to run in 2020/21|
|Module title||Theory & Practice of Selling|
|Module level||Intermediate (05)|
|Credit rating for module||15|
|School||Guildhall School of Business and Law|
|Total study hours||150|
|Running in 2020/21||
Selling is an essential function of business. This module provides students with the opportunity to gain and develop essential selling knowledge and skills. The module supports the BABM&M course as it supports a marketing management perspective which includes understanding the selling function and learning from it to improve marketing function. There has been regular research confirming employers’ need for employees with selling skills as they argue that ‘selling is a life-blood of businesses’ since businesses cannot survive without effective results from this important function. Past students of this module have confirmed the importance of undertaking this module in helping them find a job and getting recognition from the ISMM (The Institute of Sales and Marketing Management). However, selling has a broader perspective as it enables students to learn how to be more persuasive in addressing their audiences with products and services they need.
Sales Context and Career LO1
Marketing vs Selling (cover marketing process) LO1
Sales person performance –Perception, motivation and behaviour LO1
CRM, Sales Technologies and Sales Analytics LO1
Global Perspective and Contemporary Selling LO1
Ethical and legal considerations and Selling LO1
The Sales cycle-From prospecting to sales presentation LO2
The Sales cycle- Sales Pitch presentation and closing LO2
Objections, Closing, service and follow up LO2
Negotiating for win-win solutions LO2
Balance of independent study and scheduled teaching activity
The module will be delivered over a 15-week period consisting of 2 hour weekly sessions. The module will use a blended learning delivery approach covering lectures/workshops, video demonstrations and student projects. We will use extensively Weblearn for both delivery of teaching and practice material as well as for the submission of assessment.
The lectures will focus on the following dimensions reflected in the title of the module: understanding the key dimensions of the theory of selling and developing skills for researching and developing a plan and delivering it to win and/or retain customers. Each seminar will include introductions to key concepts as well as opportunities for practice of the concepts using real-life examples. Students will be given the opportunity to prepare for sessions by encouraging them to undertake tasks before sessions.
During classes students will be encouraged to present their reflections about tasks so they may also develop their ability to speak confidently to audiences.
Students will be encouraged to keep a learning log to help them see how they are developing and note any areas of difficulties which can be discussed with the tutor.
On successful completion of the module students should be able to:
1. Understand the context and challenges of selling and its planning process
2. Researching and implementing a selling plan for winning and/or keeping clients
The assessment strategy is designed to demonstrate achievement of the learning outcomes. It consists of 2 components that assess not only the level of familiarity with the concepts covered but also the ability to apply them critically in a real-life context.
The assessment also combines group and report presentations to ensure all required dimensions of learning are covered.
The two components are as follows:
Assessment 1: Written Assignment (Weighting: 60%)
This assignment is based on a selected product with a view to enable the students to develop a sales plan (sales cycle) that involves identifying and researching target groups that match a selected product.
Assessment 2: (duo video presentation) (40%)
Having completed their sales plan, the next assessment is to ask students to select a particular plan and develop a 2-3-minute pitch that presents a particular product/service to a target group of clients with the aim to persuade them of its relevance to their needs. The presentation will include likely objections and simulate how to address them.
Johnston, M. (2016). Contemporary Selling. 5th Edition. London: Routledge.
Futrell, Charles (2010). Fundamentals of Selling: Customers for Life Through Service. London: Irwin/McGraw-Hill
Other (additional) Texts:
1. Cheverton, P. (2004) Key Account Management 3rd ed. London: Kogan Page
2. Davidson, H. (2005) The Committed Enterprise: Making Vision, Values and Branding Work London: Elsevier
3. Grewal, D. and Levy, M. (2008) Marketing International Edition USA: McGraw-Hill
4. Doyle, P. (2000) Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value Chichester: Wiley
5. Heiman, S. E. Sanchez, D. and Tuleja, T. (2003) The New Strategic Selling London: Kogan Page Jobber, D. and Lancaster, G. (2006) Selling and Sales Management 7th ed. Harlow: Pearson Education
6. Jobber David, Lancaster Geoff / Selling and Sales Management (2009) Financial Times/ Prentice Hall 2005 (8th edition)
7. Johnson, M.W. and Marshall, G.W. (2006) Churchill/Ford/Walker’s Sales Force Management 8th ed. International Edition USA: McGraw Hill
8. MacDonald, M. and Woodburn, D. (2007) Key Account Management: The Definitive Guide 2nd ed. Oxford: Butterworth- Heinemann
9. Mullins, L.J. (2007) Management and Organisational Behaviour 8th ed. Harlow: Pearson Education Piercy, N.F. and Lane, N. (2009) Strategic Customer Management: Strategizing the Sales Organization, Oxford: Oxford University Press
10. Robinson, P. (2009) Level 2 Sales and Marketing Tutor Guide Part 1 UK: SalesMCwww.lulu.com Rogers, B. (2007) Rethinking Sales Management: a strategic guide for practitioners Chichester: Wiley
11. Schiffman, L. G. and Kanuk, L. L. (2007), Consumer Behaviour, International Edition , Prentice Hall, 8th/ 9th ed.
12. Wilson, A. (2003) Marketing Research: An Integrated Approach Harlow: Pearson Education
Journal of Personal Selling and Sales Management
Journal of International Consumer Marketing
Journal of consumer behaviour: an international research review
European Journal of Marketing,
Journal of Marketing
Journal of marketing Research
Advances in Consumer Research
Chartered Institute of Marketing (CIM)
The Institute of Sales and Marketing Management (ISMM)
Keynote, Mintel Marketing Intelligence, Euromonitor.
Financial Times, The Economist, Harvard Business Review, Marketing Week, Business Week.